We sat with the CEO of VSA Partners international design firm, Dana Arnett to discuss how design has evolved in the ever-changing landscape of digital media. The Chicago-based designer points out how design’s evolution is marked by a combination of emerging digital disciplines and the breakdown of traditional distinctions between media organisations like design firms and advertising agencies.
Tech-based mediums have opened up new opportunities for today’s designers who are now able to apply their craft in diverse and innovative ways. According to Arnett, there are a number of “digital native” leaders out there who are really pushing the boundaries of the industry by bringing design into the corporate world – from shaping content and the process of design thinking to the “human-centred approach of working and developing ideas.”
Arnett believes that, because content can be consumed in a number of ways, there is a need to “design consistently across this omnichannel of touch points.” In order to this, VSA is “embracing that broader definition of design and discarding a lot of the traditional, categorical distinctions”.